How can the furniture industry break through the marketing predicament?

2014 was a year of change. 2014 was a year of innovation. During the year, it was an opportunity and a challenge for the furniture industry. Although the current furniture industry is temporarily affected by the recession, but the furniture companies should not give up, but should take the initiative to find opportunities to seek alternatives, to break the current traditional marketing dilemma, so that companies rejuvenate.

First, no price war, deep insight into consumer demand

Traditional furniture marketing is often a dry job, is to fight price wars, regardless of whether the price war is active or passive, but the outcome is the same, are killing one thousand self-defeat eight hundred. Even after killing a competitor, he is also seriously injured. In a disorderly market, if you want to find your own blue ocean, you have to jump out of the wall of price.

First of all, to deeply understand the needs of consumers, Sun Ziyun: “Securing on the ground, attacking and advancing,” identifying the needs of consumers is tantamount to finding the Silk Road to wealth. Next, prices are listed as Reference factors, not determinants. Otherwise, how does the value of the famous brand manifest? But who can better meet the needs of consumers than competitors? This advantage is exactly what the customer expects. A very effective trick is to help the customer add value.

Second, subdivision positioning, tailored to meet the individual needs

Many consumers now want to be able to show their own personalities. Consumers have different needs for furniture colors, designs, styles, etc. Therefore, DIY style came into being. Especially in Europe and the United States, DIY furniture has become a fashion.

However, subdividing the market does not mean abandoning the entire market. Instead, it forms its own unique selling point and competitiveness. In a highly competitive market, concentrating on strength and professionalism often leads to unexpected surprises. Jiuzheng Building Materials Group believes that children's paints, home-impregnated paints, and wood wares that are on sale in the market today, although some products have not yet been included in the national standards, at least, product concepts and product entities have appeared in the market, and at least one step One step erodes market share.

The market is like rivers and lakes, marketing such as swordsmanship, how new? According to the different market environment, how to get out of the sword? How to move? To defeat the other party is the absolute truth. When we are deeply involved in price wars, advertising campaigns, and promotional campaigns, we may try new tricks after exhaustion to find ways to break the traditional marketing predicament. The introduction of "slow delivery" received unexpected results.

Third, make good use of advertising, let consumers remember the brand

This is an era of flooding with information. When we turn on the TV with a remote control, the screen is full of handsome men and women, but when we calm down and ponder the ads we have seen, do we still have any ideas? I am afraid I have long forgotten how to make advertisements pleasing and radiant in many noisy messages.

First, refine the memory points. No memory advertising is equal to the tasteless boiled water, can not be rooted in the minds of customers, but can not arouse the resonance of the purchase of customers, who are not willing to deal with strangers in the world. When furniture advertising is based on family warmth as a selling point, then it highlights its selling points, highlighting colors as its main theme, and cannot “simply sort out” to promote the entire series of products through one product advertisement.

Second, the terminal is vivid. The advertisement itself is boring. To be honest, no one wants to watch advertisements, but the advertisement of the terminal is flexible. As long as the customers are close to each other, they can feel warm and willing to approach each other and let the customers get close to the water. . Through the sales of the store's color dress up and design, to attract more customers desire to buy.

Finally, increase interactivity. Advertising can only be perceived as if it were not interactive. If public relations activities are increased and interacted with, and communication between products and customers is enhanced, the customers will be able to laugh, and after a satisfied smile is the beginning of sales. Interaction has become one of the adjuncts to all current advertisements. Through the interaction of online or offline stores to win the attention of customers, we can cultivate more loyal fans.